南非杂志truelove用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSMagazines:

TrueLove

readers

inSouth

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTrueLove

readers

in

SouthAfrica:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

TrueLove

readers

inSouthAfrica(’’brandusers’’)

againstSouthAfricanmagazine

readers

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsTrueLove

is

the

sixth

most

read

magazine

in

South

Africa

with

Sunday

Times

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

read

magazinesinSouth

AfricaSunday

TimesCityPress44%36%34%DRUMYOU30%Mail

&GuardianTrueLove20%20%National

GeographicGlamour16%16%16%16%FinancialMailHuisgenoot4Notes:"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=339magazine

readersConsumer

Insights

Global

as

of

August

2023Sources:TrueLove

readers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTrueLove

is

more

popularamongGeneration

Zthanother

magazines.Being

successful

ismore

important

toTrueLove

readers

thantoothermagazine

readers.Itstands

out

that61%

ofTrueLovereaders

prefer

digitalcontent

asitiseasier

to

manage.TrueLove

readers

access

theinternet

viaasmart

speaker

more

often

thantheaverage

magazinereader.TrueLove

is

more

popularamongfemale

magazine

readers

than

malemagazine

readers.Traveling

isarelatively

prevalentinterest

of

TrueLove

readers.39%

ofTrueLove

readers

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

TrueLove

readersinteract

with

companies

more

oftenthan

other

magazine

readers.TrueLove

hasasmaller

shareof

readers

Cooking

or

baking

are

relatively

popular

Arelatively

highshare

ofTrueLovewith

alow

income

thanothermagazines.hobbiesamong

TrueLove

readers.readers

think

thathealth&socialsecurity

areissues

thatneed

tobeaddressed.TrueLove

readers

remember

seeing

adson

editorial

websites

and

appsmoreoften

than

other

magazine

readers.TrueLove

readers

are

more

likely

to

liveinrural

areas

andtowns

thanmagazinereaders

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+TrueLove

is

more

popular

amongGeneration

Z

than

other

magazinesDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users47%47%5%

2%3%Category

usersAllrespondents35%36%43%19%18%43%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=66

TrueLovereaders,

n=339

magazine

readers,

n=12,205

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023TrueLove

is

more

popular

amongfemale

magazine

readers

than

male

magazinereadersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users39%61%Category

usersAllrespondents51%49%54%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=66

TrueLove

readers,

n=339

magazine

readers,

n=12,205

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

TrueLove

readers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa44%38%35%35%28%25%23%21%20%12%7%5%2%1%1%1%0%

1%0%0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

you

readin

the

past

3months?";

Multi

Pick;Base:n=66

TrueLovereaders,n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:TrueLove

has

a

smaller

share

of

readers

with

a

low

income

than

othermagazinesDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users34%33%33%38%28%Category

usersAllrespondents35%32%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthe

following

printed

magazines

orweeklynewspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=66

TrueLovereaders,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

magazine

readers,

TrueLove

readers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive32%30%30%28%23%20%16%16%13%12%11%10%9%9%8%8%8%6%5%5%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;Base:n=66

TrueLove

readers,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023TrueLove

readers

are

more

likely

to

live

in

rural

areas

andtowns

than

magazinereaders

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa36%

36%34%21%20%19%18%16%15%14%13%12%8%8%8%8%7%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;

Base:

n=66

TrueLovereaders,

n=339

magazinereaders,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

202320%

of

TrueLove

readers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users20%67%14%Category

usersAllrespondents10%8%81%9%81%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweeklynewspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=66

TrueLovereaders,n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

more

important

to

TrueLove

readers

than

to

other

magazinereadersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa76%63%61%51%45%47%41%44%41%40%41%35%26%25%27%30%29%27%23%18%23%14%13%14%8%

9%9%8%6%5%Tobesuccessful

Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityLearningnew

thingsAdvancingmy

careerMaking

myown

decisionsHavingagood

timeTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";Multi

Pick;Base:n=66

TrueLovereaders,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

prevalent

interest

of

TrueLove

readersConsumer

lifestyle:

main

interestsTop10

interestsofTrueLovereadersinSouth

Africa71%68%67%62%62%62%61%53%61%61%58%58%51%57%56%54%52%51%49%49%47%44%44%44%43%41%33%37%37%37%Health

&fitnessTravelCareer

&educationFashion&beautyFood

&diningFinance&economyMovies,TVshows&musicVehicles

&mobilityFamily

&parentingPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=66

TrueLovereaders,

n=339

magazinereaders,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Cooking

or

baking

are

relatively

popular

hobbies

among

TrueLove

readersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTrueLovereadersinSouth

Africa71%59%56%56%55%49%55%52%48%48%47%46%45%37%44%44%44%43%42%38%37%36%36%30%29%29%29%25%23%20%Cooking/bakingSocializingOutdooractivitiesReadingTravelingTech

/computersDoing

sportsandfitnessMeditation/wellnessPhotographyWritingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=66

TrueLove

readers,

n=339

magazinereaders,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023TrueLove

readers

are

more

likely

to

do

yoga

or

pilates

than

other

magazinereadersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTrueLove

readersinSouth

Africa35%30%29%26%24%23%23%21%21%20%20%15%19%19%18%17%16%14%14%14%14%14%14%11%9%9%8%7%5%2%Fitness,aerobics,cardioRunning/JoggingDancingYoga

/PilatesHikingSwimming/DivingCyclingSoccerBadmintonHunting/FishingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;

Base:

n=43

TrueLovereaders,

n=391

magazine

readers,

n=5,826

all

respondentsConsumer

Insights

Global

as

of

August

2023TrueLove

readers

are

more

likely

to

follow

tennis

than

other

magazine

readersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTrueLovereadersinSouth

Africa38%36%32%28%25%24%23%23%21%20%19%19%18%

18%18%17%17%15%15%

15%14%13%12%Golf11%11%9%9%10%7%6%SoccerRugbyCricketTennisBasketballBoxingMotorsportsAthletics(track&

field)AmericanfootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

you

readin

the

past

3months?";

Multi

Pick;Base:n=27

TrueLovereaders,

n=341

magazine

readers,

n=5,054

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

61%

of

TrueLove

readers

prefer

digital

content

as

it

is

easier

tomanageConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSouth

Africa74%70%66%65%64%61%58%55%52%30%26%18%13%

12%11%Itis

important

tometogetthebestimageandsoundqualityDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanageIprefer

toown

hardcopies

of

films,books

or

music(e.g.,DVD,

CD,vinyl)Idon’ttrustthemainstream

media

inmy

country

ofresidence(e.g.,news

channels)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=66

TrueLovereaders,

n=339

magazinereaders,

n=2,036

all

respondentsConsumer

Insights

Global

as

of

August

202339%

of

TrueLove

readers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%40%39%36%25%20%18%18%16%16%12%9%3%3%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=66TrueLovereaders,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

TrueLove

readers

think

that

health

&

social

security

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoTrueLovereaders85%88%80%86%83%74%78%76%68%67%72%71%66%62%68%68%62%57%62%60%59%56%55%48%50%53%52%50%47%45%UnemploymentCrimePovertyEconomicsituationHealth

andsocial

securityRising

prices/inflation/cost

of

livingEducationFood

andwater

securityHousingGovernmentdebtBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;Base:n=66

TrueLove

readers,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

magazine

readers,

TrueLove

readers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users24%30%33%12%14%Category

usersAllrespondents28%32%30%26%29%23%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthe

following

printed

magazinesorweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=66

TrueLovereaders,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsTrueLove

readers

access

the

internet

via

a

smartspeaker

more

often

than

theaverage

magazine

readerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet95%

95%

95%91%82%77%70%61%58%56%51%48%47%43%42%39%36%32%32%32%27%27%25%20%19%15%12%SmartphoneLaptopSmart

TVTabletDesktop

PCSmartwatchGaming

console

Smart

speakers

Streaming

deviceBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=66

TrueLovereaders,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

TrueLove

readers

interact

with

companies

more

often

thanother

magazine

readersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype82%68%80%68%70%74%73%67%61%67%67%55%67%64%62%62%59%58%53%48%54%46%54%45%49%46%

45%52%35%27%6%5%2%1%0%

1%FollowedpeopleCommented

Liked

posts

SentprivatePostedpictures/videosLikedcompanypostsFollowedcompaniesPosted

texts/statusSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;

Base:

n=66

TrueLovereaders,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023TrueLove

readers

tend

to

listen

to

podcasts

more

often

than

magazine

readersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks92%81%92%81%80%

78%78%77%68%67%63%65%64%60%61%59%58%

53%49%55%53%50%45%43%39%35%34%33%29%29%20%27%17%TVRadioDigitalvideocontentDailynewspapersDigitalmusiccontentPodcastsMagazinesOnlinenewswebsitesOnlinemagazinesWeeklynewspapersMovies

/cinemaBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;

Base:

n=66

TrueLovereaders,

n=339magazine

readers,

n=6,103

all

respondentsConsumer

Insights

Global

as

of

August

2023TrueLove

readers

remember

seeing

ads

on

editorial

websites

and

apps

moreoften

than

other

magazine

readersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTrueLovereadersinSouth

Africahave

come

across

digital

advertisinginthepast4weeks79%67%64%59%60%58%55%54%55%52%44%45%45%42%43%42%42%39%33%38%38%37%36%35%32%26%31%30%30%20%Social

mediaOnlinestoresVideo

portals

Search

engines

Video

gamesEditorialwebsitesandappsWebsitesandappsof

brandsOtherapps

Video

streaming

MusicportalsservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;

Base:

n=66

TrueLovereaders,

n=339

magazine

readers,

n=12,205

all

respondentsConsumer

Insights

Global

as

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August

2023TrueLove

readers

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

magazine

readersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks59%56%45%56%47%55%55%46%50%50%45%44%44%41%37%37%33%29%28%26%24%13%21%9%OnadvertisingspacesInprinteddailynewspapersOnTVDirectly

inthestoreOntheradioInprintedmagazinesandjournalsBy

mailshot

/

Atthemoviesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

pas